Television can be used to demonstrate the product in action, or to use color and sound to create an atmosphere around the product, thus enhancing its image (Fahy & Jobber, 2006). The emphasis of this thesis will be on television advertising, due to the many elements of television, sound, color, sight and movement that aid in the presentation of the message. The fact that Brassington and Pettitt (2000) argue that television is better for creating an advertising message with emotional appeals also contributes to our focus on television advertising. The degree of standardization/adaptation of television advertising internationally mainly refers to the manager's manipulation of the elements of the promotional mix (Bradley & Sousa, 2005). Proponents of standardization claim that a trend is spreading in both marketing and advertising: the movement to create products that are made, packaged, and promoted the same way around the world, regardless of individual cultures (Mueller, 1989). According to Bradley & Sousa (2005) a higher degree of adaptation is encouraged when the manager perceives large differences in the economic environment and lifestyles between the home country and the foreign country. On the one hand, those who support the global standardization approach argue that a single television advertisement should be used in international markets to reduce total costs and promote a global corporate image. On the other hand, those who support the internationalization school of thought see the need for marketing adaptation to fit the unique dimensions of each local market. (Vrontis, 2003). Countries differ widely in terms of the availability, quality, reach, audience and cost of advertising media (Root, 1994). According to Laroche... middle of paper... Paek (2007) observed that national brands were more likely than multinational brands to use Latin music and lyrics localized in the Dominican Republic. Visual Elements Color is an essential part of products, logos and advertising and can be an effective means of creating and sustaining your brand and corporate image in the minds of customers. Colors are known to possess emotional and psychological properties. The meanings associated with different colors are important for marketers when developing advertisements, because findings have shown that people from different cultures have different preferences for color. It's important for marketers to understand which colors people prefer. As a result, managers must recognize that the meanings associated with some colors may be pan-cultural, regional, or unique to a given culture. (Hewett, Madden & Roth, 1999)